Your emails are one of your clients’ three favorite ways to find out about new products, services, and trends. Only learning from a friend and browsing the internet are more popular. (AdWeek.)
Another reader-pleaser is a deal, discount, or coupon in your subject line. That’s what most people who open emails are looking for. (The Social Outlet)
Even without news or offers, statistic after statistic shows email is a great keep-in-touch medium. If you hold your reader’s interest.
My first boss knew how to do that. He was a burly creative director whose looks contrasted with his sensitive writing. He would walk down the ad agency halls bellowing, “Remember reader reward.” He rewarded his reader with understanding. His ads spoke directly to them about their personal needs.
Your reward for putting that kind of effort into your emails — well, your readers will remember you when they’re looking for what you’re selling.
When we arrived at Facebook around 5:30, a 45ish-year-old man was taking the down elevator, but the hanger-like space was still plenty full of guys in their 20’s, dressed by Uniqlo, elbow to elbow at computer stations, zeroed in on their computer screens. The 800-person New York office is one of seven where Facebook employees, mainly engineers (formerly called programmers), work to enhance your relationship with Facebook. Off in an alcove a group of employees have big TV screens above their computers. That’s the PR crowd; they tell you what’s trending on Facebook.
Around 6 p.m., people began to move towards the buffet lines. Tonight’s menu was Thai. “I miss this food on weekends,” our engineer friend said. Every night it’s a different cuisine with music. After dinner, some people went back to their computers, while others broke up into discussion groups. Sometimes we saw a woman among them. Before leaving we checked out the 6 ft+ high stands with free M&M’s and trendy snacks, the toothbrushes with gel, the rooms named for former Mayor Bloomberg’s successes like “No 17 oz sodas.”
It is a work space created for employees to thrive in the digital world. Even the toilet stalls had posters asking for inspiring stories that Facebook would share with other employees. And that’s what good advertising is, true stories that your market cares about.